Late Night Feelings was an album about heartbreak and finding solutions to it. That was the theme running through our campaign, both in terms of marketing and creative.
The broken heart-shaped disco ball that features on the album artwork was present at all the live events and TV appearances. We used it to shoot the album trailer and social ads, keeping the visuals consistent across the campaign. We also cut bespoke versions of the trailer for each of the 10 featured artists to share on their own channels.
Club Heartbreak was a club night that Mark created in conjunction with the album. We worked with Apple Music to host a regularly updated exclusive playlist, collaborated on limited edition merchandise drops and hosted three nights in London with Miley Cyrus, Lykke Li and YEBBA performing, all of which centred around the disco ball from the artwork.
The video for ‘Pieces Of Us’ with King Princess was a collaboration with Instagram. In a world first, the interactive music video was released over several days and the first to use Instagram’s new augmented reality platform, SparkAR. The first version was released via both artists’ IG Stories and used questions and polls to involve fans in real-time as it was being released. The second version was released a day later and included videos from fans themselves using the four AR filters specifically designed for the video. A third version then went live on Mark’s IGTV the following week.
The Late Night Feelings Mixtape Exchange was a Spotify-specific activation that had Mark trading mixtapes (playlists) of “sad bangers” with the album collaborators as well as various publications. We later opened it up to fans who sent in their own mixtapes and voted on each other’s entries to find the ultimate mixtape.
For the release weekend, we constructed a huge interactive version of the album cover made up of 1,200 small mirrors on a site in Shoreditch (London). Mark wrote his advice to the broken hearted on one of the mirrors and invited fans to do the same over the course of three days where it remained as a public art piece.
The ‘Pieces Of Us’ video saw a view-through rate on Instagram that was significantly better than the YouTube equivalent, justifying the non-traditional approach. It was covered widely in the music press but also in style (GQ) and trade (Fast Company). It also won gold at the Lovie Awards for Best Use of Stories. The interactive album cover in Shoreditch was hugely popular with hundreds of fans and members of the general public writing on it, taking photos and posting about it over the course of three days. The piece was made up of 1,200 mirrors, which we had to replace each day as it filled up. From an advertising standpoint, the dwell time was 2-10 minutes, a huge increase on any digital or traditional OOH advert.
The mixtape exchange involved Camila Cabello, King Princess, Lykke Li and YEBBA as well as the Independent, Another Man and the Line of Best Fit. Each mixtape was posted to those respective audiences, spreading the word about the album, bringing in website traffic and new followers for Mark.
Project Budget
Demographics
